5 min read
The opinions expressed by the entrepreneur's contributors are their own.
More than 306 billion. This is how many emails should be sent and received every day in 2020, according to Statista. With millions of businesses moving remotely and brands sending more emails, the number could well exceed Statista's forecasts this year.
Email marketing is doing better than it has in a long time. According to MediaPost's Ray Schultz, engagement has increased 200 percent since March, a clear sign that people are spending a lot more time in their inboxes.
What are they looking for and how can your company respond? Also, how can you anticipate your customers' needs and expectations? It is important to adapt quickly. Let's look at four things that you should change when using email for marketing.
Related Topics: This email marketing tool can increase your engagement without adding to the cost
1. Crop your lists more often
If you've cleared bad contacts from your email lists every quarter, email hygiene now requires more initiative. Think of the massive job losses on almost all continents and industries. The US unemployment rate is 11.1 percent. While this is a decrease compared to March and April, millions of business-to-business (B2B) email addresses are now invalid.
"We have received feedback from customers that many of their B2B email addresses are bouncing," said Brian Minick, COO of ZeroBounce. No wonder there. Many companies had to reduce their employees or close them permanently. This is terrible for those involved and also poses a risk for email marketers. "To avoid problems with deliverability, we recommend keeping an eye on the bounce rate," added Minick. "When it's above the 2 percent industry benchmark, you know it's time to re-validate your contacts."
2. Be empathetic and offer practical help
Your message and the way you convey it can mean the difference between someone who chooses your business or who cuts you out of their life for good. “People can be very sensitive, especially during a crisis. Some of your customers may be facing a myriad of challenges right now, ”says Uwe Dreissigacker, founder and CEO of InvoiceBerry. How is your business there for you?
"You don't have to mention the pandemic in every email you send," Dreissigacker explains. “Instead, ask yourself: is this helpful to my audience? How can I show more clearly that I care? Make sure your content is carried out by your PR department and all executives. / There may be nuances that you cannot grasp. More eyeballs while looking at your email means fewer risks. "
Expressing empathy during difficult times is common sense, but words are not enough. Support them with practical, immediate help. Ease the crisis with offers that help your customers the most. Can't you find out what it is? Use email to stimulate conversation and conduct a survey when you can. The faster you get to the bottom of your customers' problems, the faster and more relevant your response will be.
Related topics: Stop sending to unconfirmed email addresses. This tool is a quick way to clean up your email list.
3. Be more aware of spam complaints
Here's a stereotype. No matter how good your intentions are, someone will be unhappy. This also applies to emails.
It could be that your newsletter or marketing offer came at a bad time. Or maybe the person feels like you shouldn't be running promotions during the crisis. By marking you as spam, these subscribers are telling the inbox providers that your content is interfering with them.
Having more than one spam complaint per 1,000 emails is worrying. Abusive emails – accounts that belong to frequent complainers – harm your sender reputation and result in your future campaigns ending up in spam or being blocked altogether. You can't afford this, especially if you are barely keeping your business alive. In order to secure your place in the inbox, you should remove the complainants more carefully.
Aside from crossing them off your list, you can also prevent them from getting there in the first place. An email verification API verifies each subscriber's email address in real time and rejects the bad ones – including abusive emails.
4. Stick to a consistent schedule
Speaking of spam complaints, one easy way to keep them under control is to stick to a consistent sending schedule. Being on time promotes familiarity so your subscribers are less likely to feel that your messages are spam.
Emily Ryan, email strategist and co-founder of Westfield Creative, affirmed, “If you stay consistent, your readers will stay engaged. If you send an e-mail and then do not appear for two months, there is a risk that you will unsubscribe the next time you send an e-mail. "
Are you nervous about emailing people too often? “Remember, they want and expect to hear from you,” Ryan continues. “Whether you broadcast something once a month or once a week, it is so important to show up for your subscribers. One of the greatest things we do for our customers is to help them stay in tune with their email campaigns. Now that we've determined a frequency that matches your overall marketing goals, we'll stick to an email campaign calendar. A simple table works. We also constantly monitor the need to increase or decrease consistency when there are too many logoffs. "
So create your own calendar, fill it with content ideas, and stick with it. "Even if it's a short, simple email," Ryan concludes, "show up for your people."